Santa Cruz can feel like paradise and a pressure cooker at the same time, and that tension is where this conversation starts. I sit down with David McIntosh to unpack what “change” really looks like on the ground: a working class beach town shaped by Silicon Valley gravity, rising costs, and the quiet fear of being pushed out, alongside real opportunity for the people ready to adapt.

David’s path to Santa Cruz is anything but linear. He grew up near Johns Hopkins in Baltimore, describes what it’s like to see hardship as a daily backdrop, and how that experience sharpens empathy. Then life takes him through Washington, DC, London, and Australia, following his wife’s career from diplomacy and government affairs into tech. Through all of it, one thread stays constant: surfing. He learned at 12 on the East Coast, obsessed over surf magazines, and carried a persistent “California dreaming” that still shows up today as the kind of stoke you can’t fake.

We also get into surf industry history and why so many legacy surf brands drifted away from the core. Dave shares why he’s opening Sunny California on a storied Santa Cruz retail corner, not to “own” surf culture, but to celebrate it with a surf and moto shop, art gallery energy, and a space built around community. His north star is simple and hard to execute: make everyone leave happier than when they arrived.

If you care about Santa Cruz, surf culture, California lifestyle, and what modern community-first retail can look like, you’ll get a lot out of this one. Subscribe, share it with a friend who loves the ocean, and leave a review with your take: what should a great surf shop feel like?